Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:

Content and Social Media Marketing Priorities 2013

Marie PageDigital Marketing Practitioner, Tutor Consultant, & Author of Smart Insights new E-book on Facebook Marketing

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Digital marketing advice, training and consultingwww.smartinsights.com

About Dave Chaffey

About Dave Chaffey• Author of 5 bestselling marketing books first

published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since

1997• Manages SmartInsights.com: a marketing advice

site with Expert members in over 50 countries

January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members Smart Insights Expert membership: www.smartinsights.com/membership

Books

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Agenda

A look at content marketing and platforms Some cautionary tales Predictions for 2012 Facebook algorithm changes and what you can

do about it Don’t kill them with content

Please get involved using the BrightTALK buttons:

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The Guru’s Speak: "Content is the only marketing left”

Seth Godin “No one cares about your products.

Far better is for companies to start viewing themselves as sources of information” Brian Kardon, Eloqua

“The one who has the more engaging content wins, because frequent and regular contact builds a relationship” Joe Pulizzi, CMI

“Content is now a marketing cornerstone because:- Interruption marketing doesn’t work anymore- Customer behaviour and expectations are changing- Everyone is a publisher” Ann Handley, Marketing Profs

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What is Content Marketing?

“A marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience” Pulizzi and Barrett (2009).

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Content marketing strategy > Effectiveness and Efficiency

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Poll 1

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Smart Insights Explainer example

TEFL Taster example

Stelzner: Primary vs Nuclear

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Why Content Marketing?

Interesting content is a top 3 reason people follow brands on social media (GetSatisfaction, 2011).

3 in 4 marketers cite compelling content as a factor in closing sales, 70% of consumers prefer getting to know a company via articles rather than advertisements and 60% feel more positive about a company after reading content on its site. ContentPlus (2012)

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Think like a PUBLISHER not an advertiser

Not interruptive marketing that just sends messages Engage with them Create exceptional (great) content that people will

want to share

Imag

e:

gap

ing

void

.com

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The value of content Poll 2

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“Sometimes I hear companies talk about their social media strategy, and they start the conversation by talking about technology, then eventually get to their content. They need to flip that. Content is key. Pay more attention to it than the bells and whistles.”

Ann HandleyMarketingProfs, 2011

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4 key Goals for content marketing The ultimate goal of content marketing is to be so engaging that your customers will

eventually buy, but before that you need to achieve one of these 4 foundational objectives to attract interest, increase page views and maintain reader loyalty.

1. Educate This type of content is often prefaced by a headline that starts with “How” . People’s thirst for

knowing how to start a blog, market their business or solve a problem

2. Inform Keeping people up to date with the latest news was the domain of the newspaper, trade

magazines or TV. Today the blog or social network is the source.

3. Entertain It doesn’t have to be a video and entertainment can also be a media type that informs and

entertains. Infographics can also be included in this category. Humour is one of the vital components here.

4. Inspire This can be a challenge but inspiring people to be better, to push their limits or to be

successful should be woven into your content. This content can be examples of other successful people that have overcome adversity people or creative examples that showcase others achievements.

Thanks to Geraint Holliman of HPS Group for this and a couple of other slides

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User Generated Content In a Travel Weekly study from June 2012, nearly a third of travellers

ages 21 to 34 who read travel review websites said those sites, which are heavy with user-generated content, had “much influence” on their travel plans, compared to only about one in five travellers ages 35 and over.

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Word of Mouth Marketing Word-of-mouth marketing is the primary factor behind 20-

50% of all purchasing decisions McKinsey (2010) Brands should be creating “killer” content that “converts

browsers into buyers and customers into regular or (better yet) rabid fans, ambassadors and advocates”. Handley & Chapman (2012)

Over 50% of British people admit they are more likely to click on a story if it comes from someone they know (Reuters, 2012)

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Be Careful

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Be Careful

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Content Marketing Institute Predictions for 2013

Marketing teams will continue to reinvent themselves to support content marketing efforts

Visuals and video will play a more important role Marketers need to re-think “web-only” to adapt to

consumers who want info

http://contentmarketinginstitute.com/2012/12/social-media-content-marketing-predictions-2013/

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Video

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Ideas for Video

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YouTube Channel

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Devices and Platforms

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Mobile impact for content

Consider how content looks on other devices Does your content even work on handhelds? Content needs to be chunked to be fed into

platforms for different devices

Call or Check-in?

Likes or Videos?

Facebook Apps?

Mobile site?

Facebook login?

Poll 3

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The Facebook Edgerank Algorithm Every bit of FB content is known as an “edge”- status update,

a like, a photo, a change in relationship status The newsfeed isn’t really a feed of news, instead it’s a chart of

the most ‘important’ Edges which are determined by the EdgeRank Algorithm.

Traditionally 3 elements: Affinity Edge weight Recency

What about the new

“Spam” score?

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EdgeRank is now based on four things:

Yours and other people's relationship with a brand (affinity): the more you and other people engage with a post, the more likely you are to see it

The type of post: simple status updates seem to trump other content now Time: the older a post is, the less likely it is to be viewed...with a catch

(which I will explain below). EdgeRank is now also ranked based on the level of negative feedback a

brand and posts receives. In short, engagement and the type of post improves your EdgeRank

score, while the time decay and the negative feedback makes it worse. These four factors combined is what determines the success of your post.

http://www.baekdal.com

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They may be fans but do they see your updates?

203% PTAT!

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Likes: 64Comments: 7Shares: 1Reach: 1444

Likes: 59Comments: 8Shares: 0Reach: 853

Photos vs status updates

Lessons for understanding Edgerank:Plain text status updates have more weight than photos so drive more reach.

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Plain text updates

Likes: 3Comments: 56Shares: 1Reach: 2294

Likes: 16Comments: 2Shares: 0Reach: 1171

Likes: 64Comments: 7Shares: 1Reach: 1444

Likes: 39Comments: 6Shares: 1Reach: 1507

Likes: 15Comments: 19Shares: 1Reach: 1419

Lessons for understanding Edgerank:Reach is driven by engagement. The more engagement, the higher the reach.Comments drive reach more than likes

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Photos

Likes: 12Comments: 0Shares: 4Reach: 525

Lessons for understanding Edgerank:High numbers of Likes and Comments will drive more reach

Likes: 59Comments: 8Shares: 0Reach: 853

Likes: 11Comments: 2Shares: 2Reach: 581

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Finally… Don’t Over Do It Engagement advertising firm SocialVibe that one-third of

US internet users who had ended a social connection with a brand did so because the company simply posted too many updates.http://www.emarketer.com/Article.aspx?R=1009539#bAPKCfE73Qyyd8du.99

 

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Thank you for your participationYour questions please

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